Roots to Market

Give tourists and visitors a taste of what you make, a chance to learn your skills or a new way to discover what you know.

Roots to Market supports North East food and drink businesses to create experiences visitors can book – from tastings and demonstrations to workshops and food tours. We’ll help you develop an experience that fits your business and creates a new source of income by giving people a reason to visit.

Apply by 5pm on Monday 4 January 2027.

Who can apply?

The programme is for market traders, producers, farmers, makers, hospitality businesses and others with a food or drink story to share. You can apply on your own or with another business.

We welcome applications from County Durham, Gateshead, Newcastle, North Tyneside, Northumberland, South Tyneside and Sunderland. You don’t need tourism experience or a finished idea. You might have something visitors are already curious about, or an existing experience you’d like to improve.

What could you develop?

• A tasting trail: Team up with neighbouring traders to give visitors a guided taste of your community.
• A hands-on session: Teach a small group to shape bread, shuck oysters or make a local speciality.
• A meet-the-maker visit: Show visitors how you make your produce, share the story behind it and finish with a tasting.

Local food and drink is one of the North East’s strongest draws for UK visitors. An experience gives people a reason to seek you out, spend time with your business and tell others what they discovered.

What support will you get?

• Visits and practical workshops to learn from businesses already running food and drink experiences.
• One-to-one mentoring to shape your idea, find the right audience and test demand.
• Help with pricing, marketing and online booking so you can work out what to charge, how to reach visitors and how they’ll book.
• Time to meet other businesses, explore collaborations and get feedback on your plans.

What’s the commitment?

The programme runs January to March 2027, with the aim of having your experience ready for visitors to book by 1 April 2027. You’ll need someone in your business who can take part in the agreed sessions and set aside time between them to develop and test the idea.

Key dates to keep free:

• Thursday 14 January: Triple A Food Tour learning visit (Durham)
• Tuesday 26 January: Blackfriars learning visit (Newcastle)
• Tuesday 9 February: Buston Potatoes farm-to-fork learning visit (Northumberland)

There is no cost to participate. The programme is fully funded by the North East Mayoral Strategic Authority.

Not sure if your idea is a fit? WhatsApp Simon Laing on 07894 501 951 for an informal chat.